E-commerce websites, quite possibly moreso than any other type of website, depend on keyword research to succeed. If you sell a service, for example, that’s harder and takes more time. You’ll need more content, and variations of keywords to succeed.
With e-commerce, you have to pick keywords you know you can compete on. That means you have to be more precise.
And here’s how you might build your e-commerce site around keywords:
Here, you mostly want to go long-tail. And especially so when you’re just starting out. That’s because long-tail keywords have higher conversions.
Searchers have a rock-solid idea of what they’re looking for. The more words they enter, the closer they are to buying. So, your product pages need to be perfectly optimized for those keywords.
Amazon’s Autosuggest is a great tool to find keyword ideas. Google’s Keyword Planner isn’t as good of an idea (although it works) because that’s what everyone else uses. So, Google keeps your competition high. There’s also dozens of keyword research tools out there, including ubersuggest.
Like all other websites, your e-commerce site should follow the “3-click rule.” That simply means users can get to your product pages in just 3 clicks…or less. The best structure is:
Not only does that make it easy for your users to find what they want (now a key component of SEO), but it also keeps the SEO authority more concentrated on these various pages. That means you rank higher in search. And, you’ll get more sales.
Every URL on your website needs to mention the primary keyword. That’s another signal that tells Google what your page is about.
This is key, and fortunately it’s not too hard.
Your primary keyword must go in your page’s title. Add words like “new, buy, limited time only, free shipping, and 20% off” to get the most clicks. You can also add some of these words, and your primary keyword, in your meta description.
In terms of effectiveness, think Amazon’s product pages. Have around 1000 words on each page for the best ranking ability. But, make sure those words are useful for the reader to buy.
If you simply have too many pages to write 1000 words on each, start with the one that’s most important, and work your way down. Add your keyword in where it makes sense and doesn’t sound awkward.
If you follow that, ranking’s going to be much easier. And from that, plenty more sales will flow. So, make it happen with your e-commerce site!